Michelob Ultra: Courtside

Michelob ULTRA, a beer brand, launched a campaign in the US to lift brand reach and consideration, grow sales, reinvent the live-watching sports experience and recruit new buyers.

Objectives

Every beer wants to be "culturally relevant." Cool beer brands tend to sell more beer.

Simple, right?

Not so much. Beer brands flood the airwaves with celebrity partnerships and buzzy stunts every day. The bar for relevance keeps getting higher, even as the beer category is shrinking.

Michelob ULTRA's first-year NBA beer sponsorship promised an opportunity to reach a significantly younger audience, when COVID-19 changed everything.

Michelob ULTRA needed to do more than simply keep up with culture. We needed to find a way to matter in culture, to prove our motto: "It's Only Worth It If You Enjoy...

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